Traditional media contact lists were long reserved for journalists and editors at classic outlets such as print newspapers, television, and radio.
However, with the rise of digital platforms, new players are emerging—those who can significantly influence public opinion and market trends. They can reach specific target groups that traditional media may not fully cover.
This shift has been recognized even at the White House, where under President Trump, podcasters, influencers, bloggers, and independent journalists were invited to press briefings. The goal is to reach a wider audience, especially as Americans increasingly shift away from traditional media. This move raises questions about the role of new media players in modern communication strategies.
Of course, this also gives rise to questions of professionalism and ethics. Some digital creators may lack formal journalistic background, which can affect quality and objectivity. Moreover, increasing the number of media contacts can lead to oversaturation and reduced effectiveness of communication.
Based on Apple’s rankings of the most-listened Slovenian podcasts, we compiled a list of podcasters whom we believe make sense to include in media contact lists. We categorized them according to the topics they cover.
The list certainly doesn't end there. Slovenia has many other interesting podcasters and influencers who also deserve their place in our newsletter. To keep things concise, we highlighted just a few selections. We invite you to contribute your own suggestions, write to us! ☺️
Including podcasters and influencers in media contacts is not just a trend—it’s a strategic opportunity to reach a broader audience and communicate more precisely. Digital creators, with their authenticity and direct connection to followers, offer greater credibility and interactivity.
However, it is crucial to align with a brand’s or organization’s specific goals and thoughtfully select only those media that genuinely speak to the relevant target group. With the right approach, new media can become an essential element of a successful communication strategy.
